Based on research, customer motivations are predominantly to gain weight, to slim down or to get more nutrition, goals that seem simple but are difficult to attain in the geographic context. Hong Kong, as the target city, is noted as the home of the hardest or longest-working people in the world with people investing an average of 50.1 hours of work weekly. With so much time committed to work, it isn’t difficult to see why a personalized, delivered, pre-planned and portioned diet plan would be appealing to balance a culture prone to unhealthy and inadequate nutrition. With the customer in mind, we connected the Internet of Things (IoT) and nutritional science to allow people to control their lives through meals provided by Eatology with minimal effort and time.

Eatology exists as redemption for dissatisfied customers of generic dietary plans, offering the perfect option for the individual because each plan is individual. Answering the age-old question of “what is best for me?” the service meets the need of any customer because it operates beyond the masses.

Eatology’s all-encompassing identity encourages cohesion and recognition between service and brand. “Ology,” meaning the study off, implies the scientific backing of the Eatology service and is supported by the logo, which combines the intersection of fork and plant to convey nutritious eating. The use of purple affords a refinement and association to many nutritious foods of the same color.

Appealing to the customers’ emotional connection to the environment, compostable packaging was introduced to advocate for sustainability. We created packaging that focused on the already nutritious and vitamin-packed ingredients in Eatology meals rather than generic meal ideals that dieters are prone to hearing such as “low carb meal” or “low-fat meal.”

We provided Eatology with all new cohesive marketing material based on the new brand identity, including brochures, stationary, business cards and in-meal instructions and descriptions – all meant to simplify the dieting and eating process.

After extensive A-B testing, a user-friendly website with engaging visuals, functional User Interface and coherent writing was designed for easy navigation to customer specific goals and interests.